It’s clearly looking to change that perception. In addition to Beck, former OC Register Lakers columnist Kevin Ding posted his first column on the site on Wednesday. Jared Zwerling from ESPN.com and Ethan Skolnick from the Palm Beach Post are also joining the site, Turner said on Wednesday.

“The addition of these journalists is a game changer for our coverage of the NBA as we deepen our commitment to enhancing our content offerings and continue to build our roster of talented contributors at Bleacher Report,” said Bleacher Report editor-in-chief Joe Yanarella in a statement.